{"id":1967,"date":"2020-03-25T19:32:01","date_gmt":"2020-03-25T19:32:01","guid":{"rendered":"https:\/\/leapgroupnetwork.com\/where-to-find-the-millennial\/"},"modified":"2025-02-14T22:21:57","modified_gmt":"2025-02-14T22:21:57","slug":"where-to-find-the-millennial","status":"publish","type":"post","link":"https:\/\/leapgroupnetwork.com\/logic-magic\/where-to-find-the-millennial\/","title":{"rendered":"Where to Find the Millennial"},"content":{"rendered":"<p><img decoding=\"async\" data-displaymode=\"Original\" title=\"wheres-the-millennial-header\" src=\"https:\/\/leapsparkagency.com\/wp-content\/uploads\/sites\/4\/2022\/08\/wheres-the-millennial-header.png\" alt=\"wheres-the-millennial-header\"><br \/>&#13;<\/p>\n<p>Since Millennials have become a \u201cthing,\u201d there have been thousands of research reports and even more articles and think-pieces written about this generation. There have been meetings and summits and guest speakers \u2013 all just to figure out what type of marketing Millennials actually notice.<br \/>&#13;<br \/>\n<br \/>&#13;<br \/>\nBut there has not been a solid answer.<\/p>\n<p>&#13;<\/p>\n<p>A wealth of research already exists on the best way to <em>reach<\/em> Millennials \u2013 it\u2019s through the medium they use the most (the internet) and the channels they\u2019re on frequently (<a href=\"https:\/\/www.nytimes.com\/2017\/01\/27\/technology\/millennial-social-media-usage.html\">Millennials spend more than 6 hours a week on social media<\/a>, for example).&nbsp; <\/p>\n<p>&#13;<\/p>\n<p>There\u2019s been little research, however, that offered insight into what makes Millennials <em>respond<\/em> to brand messaging.<\/p>\n<p>&#13;<\/p>\n<p>Recently, some of the leading marketing research companies have made insightful discoveries by not only looking at the current generation, but comparing Millennial\u2019s behaviors to past generations.<\/p>\n<p>&#13;<\/p>\n<p>ComScore, an award-winning media measurement and analytics company, <a href=\"http:\/\/adage.com\/article\/media\/things-advertising-millennials\/232163\/\">compares millennials\u2019 advertising engagement<\/a> to the advertising engagements of 16-29 year olds from 1999 and 1988.<\/p>\n<p>&#13;<\/p>\n<p>The ComScore study reports <a href=\"https:\/\/www.comscore.com\/ita\/Insights\/Blog\/Creative-is-King-When-Targeting-Millennials\">Millennials are less responsive to TV ads than their parents and grandparents<\/a>. But according to that same study, 18-34 years olds in 1999 and 1988 were less responsive to TV ads, too.&nbsp;<br \/>&#13;<br \/>\n<br \/>&#13;<br \/>\n<img decoding=\"async\" data-displaymode=\"Original\" title=\"MillennialPanel_600\" src=\"https:\/\/leapsparkagency.com\/wp-content\/uploads\/sites\/4\/2022\/08\/millennialpanel-600.jpg\" alt=\"MillennialPanel_600\"><\/p>\n<p>&#13;<\/p>\n<h3>Engagement<\/h3>\n<p>&#13;<\/p>\n<p>ComScore studied the variables that led to Millennials engaging with an ad, and the results were similar to what causes the same age groups in 1999 and 1988 to engage with ads. <br \/>&#13;<br \/>\n<br \/>&#13;<br \/>\n<img decoding=\"async\" data-displaymode=\"Original\" title=\"wheres-the-millennial-callout\" src=\"https:\/\/leapsparkagency.com\/wp-content\/uploads\/sites\/4\/2022\/08\/wheres-the-millennial-callout.png\" alt=\"wheres-the-millennial-callout\"><\/p>\n<p>&#13;<\/p>\n<p>When marketing to Millennials, targeting them is only the beginning. Ignoring the importance of creative when targeting Millennials is a mistake and a wasted opportunity.&nbsp;ComScore data shows half a campaign\u2019s impact on sales is due to the creative strength<strong>.<\/strong><\/p>\n<p>&#13;<\/p>\n<p>Marketers are treating targeting like it\u2019s the single most important part of capturing Millennial\u2019s attention. But creative is equally important, and should be treated as such.<\/p>\n<p>&#13;<br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Since Millennials have become a \u201cthing,\u201d there have been thousands of research reports and even more articles and think-pieces written about this generation.<\/p>\n","protected":false},"author":40,"featured_media":1972,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[253,1],"tags":[53,85],"issue":[13],"collection":[],"class_list":["post-1967","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-old","category-uncategorized","tag-audience-intelligence","tag-campaigns-advertising","issue-the-millennial-issue"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1967","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=1967"}],"version-history":[{"count":1,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1967\/revisions"}],"predecessor-version":[{"id":10187,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1967\/revisions\/10187"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/1972"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=1967"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=1967"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=1967"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=1967"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=1967"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}